boxes of jello are sold intheunitedstateseveryyear. and a billion jello cups. so it's no wonder somebody had the bright idea that with its unique properties jello would make a fine art form. >> we really wanted the audience to really kind of respect this medium. it's kind of very sophisticated material. >> reporter: right. michelle zata is a product designer. nadia works for a human rights group on afghanistan policy. >> it wasn't sort of a tongue in cheek let's make some funny jellos. >> reporter: what they organized was a gelatin design event that was held last year in a brooklyn artist studio. >> so this is all jello? this is jello, yes. we've made pancakes with syrup. a nice smoky bake and. some eggs. little fruit cocktail. >> the concept was i wanted to do an alcoholic jello shot. i thought what better vehicle than a bullet? >> reporter: this is jello. that's awesome. reporter: they never dreamed of in leroy. >> martha, what happens water and gelatin. >> reporter: so is this. aadvantage guard jello from innovative spanish chef hoe a. here at minibar, his restaurant and labo